Spa Industry Statistics 2026: Revenue, Visits, Jobs, and Pay
Americans made 191 million spa visits in 2025 and spent $23.5 billion doing it, both records. The average visit brought in $123.10, while the number of spas barely moved, so each location is busier and earning more per guest.
If you own or manage a day spa, a med spa, or a treatment room inside a hotel, these numbers help you price services, plan staffing, and see where the growth is. They also show where the pressure sits: staffing is still the challenge spa leaders name most, and pay varies widely by role and setting. Below you’ll find the latest US spa industry revenue, visits, locations, services, jobs, and pay, plus global wellness economy data and figures for Canada.
Key Spa Industry Statistics at a Glance
- US spas earned a record $23.5 billion in revenue in 2025, up 4.2% from 2024.
Source: International Spa Association (ISPA), 2026 U.S. Spa Industry Study, 2026 - Americans made 191 million spa visits in 2025, 1.8% more than the year before.
Source: ISPA, 2026 U.S. Spa Industry Study, 2026 - The average spa visit brought in $123.10 in 2025, up 26.3% from $97.50 in 2020.
Source: ISPA, Big Five statistics 2022 and 2026, 2026 - There were 22,060 spa locations in the US in 2025, a net gain of just 80 after about 630 openings and 550 closures.
Source: ISPA, 2026 U.S. Spa Industry Study, 2026 - 78% of US spas are day spas (17,200 locations), while 10% are resort or hotel spas and 8% are medical spas.
Source: ISPA 2026 U.S. Spa Industry Study, via Spa Business, 2026 - A resort or hotel spa visit averaged $181 in revenue in 2025, compared with $110 at a day spa.
Source: ISPA 2026 U.S. Spa Industry Study, via Spa Business, 2026 - US spas employed 376,900 people in January 2026, up from 304,800 in 2020.
Source: ISPA, Big Five statistics 2022 and 2026, 2026 - One in three spa leaders named staffing as their single biggest challenge in the 2026 study.
Source: ISPA 2026 U.S. Spa Industry Study, via Spa Business, 2026 - 99% of day spas and resort spas offer facials, and 62% of day spas now offer LED light therapy.
Source: ISPA 2026 U.S. Spa Industry Study, via Spa Business, 2026 - 85% of US spa-goers see a spa visit as self-care, and about two in three cite stress reduction as a key reason to go.
Source: ISPA, 2025 Consumer Study, 2025 - The median massage therapist earned $58,450 a year in May 2025, and the occupation is projected to grow 15% by 2035.
Source: US Bureau of Labor Statistics, Occupational Outlook Handbook, 2026 - The median skincare specialist earned $45,330 a year in May 2025, and jobs are projected to grow 9% by 2035, from 104,200.
Source: US Bureau of Labor Statistics, Occupational Outlook Handbook, 2026 - The global spa market reached $157.4 billion in 2024 and is forecast to hit $228.0 billion by 2029.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025, 2025 - The US is the world’s largest spa market at $32.1 billion in 2024, about 20.4% of global spa revenue, by the Global Wellness Institute’s broader definition.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025, 2025 - Canada’s spa market was worth US$2.65 billion in 2024, 15th in the world, and the median Canadian esthetician earns C$20.00 an hour.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025 and Job Bank Canada, 2025
US Spa Industry Revenue
The International Spa Association (ISPA) tracks US spa revenue every year, with the research done by PwC. Look at what happened in 2020, and then how quickly revenue came back.
Source: International Spa Association, U.S. Spa Industry Study “Big Five” statistics, 2022, 2023, 2024, 2025, and 2026 releases (each figure from the release covering that year).
US spas took in $23.5 billion in 2025, up 4.2% from $22.5 billion in 2024 and 23.0% above the 2019 peak of $19.1 billion. Revenue fell to $12.1 billion in 2020, then jumped by about half in 2021. Since 2023, growth has settled into a steady 4–6% a year. That’s a mature market: new money is coming from higher spend per guest more than from new spas.
How Many People Visit Spas?
Revenue can grow because more people come in, or because each guest spends more. The chart splits the two: bars for total visits, the line for average revenue per visit.
Source: International Spa Association, U.S. Spa Industry Study “Big Five” statistics, 2022, 2023, 2024, 2025, and 2026 releases.
Visits rose from 124 million in 2020 to 191 million in 2025, but growth has slowed sharply since 2022: up 3.1% in 2024 and 1.8% in 2025. Revenue per visit climbed every year, from $97.50 to $123.10, a 26.3% rise. The full 2026 study puts the average spa at about 8,640 visits in 2025, roughly 166 a week, and about $1.06 million in revenue. For a smaller spa, the lesson is the same as for the industry: fuller books and a better service mix move revenue more than new rooms do.
Number of Spas in the US by Type
ISPA counted 22,060 spa locations in 2025. The donut shows how they split by type. Notice how much of the industry is local day spas.
Source: International Spa Association, 2026 U.S. Spa Industry Study, as reported by Spa Business, July 2026. “Other” is the remainder of the 22,060 total.
Day spas make up 78% of US spas, about 17,200 locations. Resort and hotel spas are 10% (2,210) and medical spas 8% (1,820). The mix matters for pricing: the average resort or hotel spa visit generated $181 in 2025, compared with $110 at a day spa. The count itself is flat. About 630 spas opened in 2025 and about 550 closed, a net gain of 80, or 0.4%. With so little growth coming from new locations, most day spas grow by keeping rooms booked and guests coming back. That is where spa booking software earns its keep: online booking, reminders, and rebooking prompts that fill gaps without more front-desk hours.
Most Common Spa Services
The 2026 ISPA study asked spas which treatments they offer. Facials are almost universal. Compare that with the newer, tech-driven services in the rest of the chart.
Source: International Spa Association, 2026 U.S. Spa Industry Study, as reported by Spa Business, July 2026.
99% of day spas and resort spas offer facials. LED light therapy is common too: 62% of day spas and 74% of “other” spas offer it. Head spa treatments, a scalp-care ritual popularized in Japan and South Korea, already appear at 29% of day spas and 33% of resort spas. Robotic massage is still a novelty at 1–4%. On the demand side, ISPA’s 2025 consumer survey found that 85% of spa-goers see a visit as self-care and about two in three go to reduce stress, while more than 60% of people who don’t visit spas said they’re open to trying massage. Cost was their main barrier, which makes intro offers a real lever. Our beauty salon promotion ideas work just as well for spa menus.
See how Bookedin works for spas
Spa Industry Employment
ISPA also counts the people who work in US spas: full-time, part-time, and contract. Watch how the growth rate changes after the rebound years.
Source: International Spa Association, U.S. Spa Industry Study “Big Five” statistics, 2022, 2023, 2024, 2025, and 2026 releases. The 2024 and 2025 counts are as of January of the following year.
US spas employed 376,900 people as of January 2026, up just 0.2% in a year and 23.7% above 2020. Headcount has flattened while visits keep rising, so there are more visits per spa employee. ISPA says full-time jobs held steady, part-time roles grew a little, and contract positions declined. Staffing remains the most-cited challenge, named by one in three respondents in the 2026 study. A no-show leaves a paid staff hour unused, and asking clients to pay deposits for appointments is one way to protect it.
How Much Do Spa Workers Make?
The Bureau of Labor Statistics (BLS) doesn’t track “spa workers” as a group, but it does track the two core spa jobs: massage therapists and skincare specialists, which include estheticians. The chart compares median annual pay for each, and for massage therapists in different workplaces.
Source: US Bureau of Labor Statistics, Occupational Outlook Handbook: Massage Therapists and Skincare Specialists, May 2025 wage data, updated August 27, 2026.
The median massage therapist earned $58,450 in May 2025, and the median skincare specialist earned $45,330 ($21.79 an hour). In personal care services, the BLS industry group that includes day spas, massage therapists earned a median $56,230, while those in hotels and resorts (accommodation) earned $43,840. For skincare specialists, personal care services paid a median $21.10 an hour, traveler accommodation $21.75, and doctors’ offices $24.81. Both jobs are growing: the BLS projects massage therapist jobs to rise 15% from 155,400 in 2025 to 179,100 in 2035, and skincare specialist jobs to rise 9% from 104,200 to 113,300. Many of these workers run their own books: 36% of massage therapists and 29% of skincare specialists are self-employed. If you’re hiring, you’re competing with medical offices and with going solo, not just the spa down the street. To keep your therapists busy, see 15 tips for booking more massage appointments online.
How Big Is the Wellness Economy?
The Global Wellness Institute (GWI) sizes the whole wellness economy, from beauty and fitness to wellness tourism, and spas are one of its 11 sectors. The chart ranks them by 2024 spending. Find where spas land.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025, November 19, 2025.
The GWI puts the global wellness economy at $6.8 trillion in 2024, up 7.9% in a year, and forecasts $9.8 trillion by 2029. Personal care and beauty ($1.35 trillion) is the largest sector. Spas are smaller at $157.4 billion, but they grew 14.6% from 2023 to 2024, one of the fastest rates of any sector that year. Hotel and resort spas drove much of that gain, with revenue up 19.4% in a year.
Global Spa Market Size and Forecast
This chart shows GWI’s global spa revenue from 2019 to 2024, then its forecast through 2029. Forecast years are marked “F” and shown in gray.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025, November 19, 2025. 2025–2029 figures are forecasts by the Global Wellness Institute.
By GWI’s count, about 201,861 spas worldwide earned $157.4 billion in 2024, 35% more than in 2019. Revenue fell 38.3% in 2020, then climbed every year after. GWI forecasts 7.7% annual growth to $228.0 billion in 2029. Hotel and resort spas are the biggest type globally ($78.9 billion in 2024), followed by day, club, and salon spas ($42.1 billion) and medical spas ($12.7 billion). GWI cautions that part of the recent growth comes from more hotels listing spa services on booking sites, not only from new spas opening.
Largest Spa Markets in the World
GWI also ranks countries by spa revenue. The chart shows the top 10 in 2024, with Canada added for comparison.
Source: Global Wellness Institute, Global Wellness Economy Monitor 2025, November 19, 2025.
The US is the largest spa market in the world at $32.1 billion in 2024, more than twice China’s $15.0 billion and about 20.4% of global spa revenue. Why is that higher than ISPA’s $23.5 billion? The two organizations define and measure spas differently. GWI counts a wider range of businesses as spas, including hotel and resort spas found through booking sites, while ISPA’s long-running study follows its own spa definition and survey panel. Both are useful, but don’t mix them: use ISPA for year-to-year US trends and GWI for comparing countries.
Spa Industry Statistics in Canada
Canada ranked 15th in GWI’s 2024 spa table. For pay, the Canadian government’s Job Bank publishes wages for estheticians, electrologists, and related occupations (NOC 63211), which covers most spa skincare staff. The chart ranks provinces by median hourly wage.
Source: Government of Canada, Job Bank, Esthetician in Canada: Wages (Statistics Canada survey data for 2023–2024), updated November 19, 2025. Territories not published.
The median esthetician in Canada earns C$20.00 an hour, and most earn between C$15.00 and C$30.00. British Columbia pays the most at a median C$22.15, followed by Alberta at C$21.63; Manitoba is lowest at C$16.20. On the business side, GWI puts Canada’s spa market at US$2.65 billion in 2024, up 10.9% from 2023 and 19.4% above 2019, after dropping to US$1.35 billion in 2020. By GWI’s figures, Canada’s spa market grew more slowly than the US market over those five years (3.6% a year versus 6.2%).
What These Numbers Mean for Your Business
- Grow spend per visit. Industry revenue per visit rose from $97.50 to $123.10 in five years. Add-ons like LED therapy or a head spa ritual can lift the ticket without adding rooms.
- Protect every staffed hour. Employment is flat and staffing is the top challenge. Reminders, deposits, and a clear cancellation policy keep the hours you pay for from going empty.
- Win the undecided. More than 60% of people who don’t use spas are open to massage, and cost is what stops them. A first-visit offer or a shorter, lower-priced service can bring them in.
- Pay to keep your people. Massage therapists earn a median $72,800 in chiropractic offices, and many therapists and estheticians work for themselves. Competitive pay, steady books, and flexible schedules are how day spas keep them.
- Market the self-care angle. 85% of spa-goers see a visit as self-care. Say so in your service descriptions, reminders, and rebooking messages.
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References and Sources
- International Spa Association, Powered by the Industry It Serves: ISPA’s 2026 “Big Five” Statistics Show Steady Gains and Enduring Strength, March 31, 2026.
- International Spa Association, No Need to Massage These Numbers: ISPA’s Latest “Big Five” Statistics Show Spas Thriving, March 12, 2025.
- International Spa Association, “Big” News for U.S. Spa Revenue Growth, April 24, 2024.
- International Spa Association, Spa Industry Experienced Upswing in Revenues and Staffing, May 10, 2023.
- International Spa Association, Spa Industry Revenues Rebound from 2020 Lows, May 3, 2022.
- Spa Business, ISPA Releases Full 2026 US Spa Industry Study as Annual Industry Revenue Rises by US$1bn, July 22, 2026.
- International Spa Association, Self-Care, Stress Relief and Tech Appeal: ISPA’s 2025 Consumer Study Reveals What Drives Spa Visits, March 27, 2025.
- Global Wellness Institute, Global Wellness Economy Monitor 2025, November 19, 2025, and The Global Wellness Economy Hits a Record $6.8 Trillion and Is Forecast to Reach $9.8 Trillion by 2029, November 19, 2025.
- US Bureau of Labor Statistics, Occupational Outlook Handbook: Massage Therapists, updated August 27, 2026.
- US Bureau of Labor Statistics, Occupational Outlook Handbook: Skincare Specialists, updated August 27, 2026.
- Government of Canada, Job Bank, Esthetician in Canada: Wages (NOC 63211), updated November 19, 2025.
Methodology Note
US spa revenue, visits, revenue per visit, locations, and employment come from the International Spa Association’s annual U.S. Spa Industry Study, conducted by PwC. Each year in the trend charts uses the figure first published for that year (2019–2021 from the May 2022 release, 2022 from the May 2023 release, 2023 from the April 2024 release, 2024 from the March 2025 release, and 2025 from the March 31, 2026 release); ISPA does not publish a revised full series, so small revisions are possible. ISPA employment for 2024 and 2025 is counted in January of the following year. Spa-type locations, revenue per visit by type, services offered, and staffing challenges come from the full 2026 study as reported by Spa Business on July 22, 2026; the “Other” location group is the remainder of the 22,060 total. Global, country, and sector figures come from the Global Wellness Institute’s Global Wellness Economy Monitor 2025 in US dollars; GWI sectors overlap, 2025–2029 values are GWI forecasts, and GWI’s US spa figure ($32.1 billion) is higher than ISPA’s ($23.5 billion) because the two organizations define and measure spas differently, so we never combined them in one series. US pay and job projections are from the BLS Occupational Outlook Handbook (May 2025 wages, 2025–2035 projections, updated August 27, 2026); BLS has no spa-worker occupation, so we used Massage Therapists (31-9011) and Skincare Specialists (39-5094). Canadian wages are Job Bank medians in Canadian dollars for NOC 63211, not converted. Percent changes were calculated from the source figures and rounded to one decimal place. We did not use private research-firm market-size estimates.
About the Author
With over a decade of experience across startups, online publications, and agencies, Marcy is all about delivering content that connects brands with the audiences they're trying to reach.
